Advertising Focus Group Idea Generation Travel 
Harvard Business Review
MARCH 22, 2013
Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. Before launching a campaign, check to see which hypotheses on your learning agenda will be put to the test.
Harvard Business Review
MARCH 22, 2013
Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. Before launching a campaign, check to see which hypotheses on your learning agenda will be put to the test.
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